This thesis examined the question “What barriers are preventing Swedish companies from performing a structured conversion rate optimization process?”. As the purpose is to obtain an understanding of what is preventing companies from successfully execute conversion rate optimization (CRO). Given that CRO is an important part in most digital marketing activities. And despite increase in budget and importance in marketing, resource constraint continues to be the biggest obstacle.  The method employed to investigate this question was qualitative interviews with participants who worked with websites in seven different companies. An analysis was carried out, estimating the participating companies’ level of knowledge, overall structure, what to prioritize and current obstacles. It was established that the interviewees had several different areas of concern with regards to conversion rate optimization. Limited time, budget, priorities, knowledge, ownership, structured approach and interpreting data, were all treated in the analysis. A discussion was carried out to argument the definition of “biggest” barrier, as some barriers were more common than others but easier to overcome. Overall, these obstacles could all be traced back to barriers as prioritization, structure and ownership. The conclusion was that companies must have a more structured working process within the area of conversion rate optimization in order for this practice to be prioritized as a substantial part of companies online marketing activities. / Denna uppsats har undersökt frågan "Vilka hinder hindrar svenska företag från att genomföra en strukturerad konverteringsoptimerings process?". Med syfte att få en förståelse för vad som hindrar företagen att utföra konverteringsoptimering (CRO). Då CRO är en viktig del i de flesta digitala marknadsaktiviteter. Och trots ökad budget och kunskap inom marknadsföring är resursbegränsningen fortfarande det största hindret. Metoden som användes för att undersöka denna fråga var kvalitativa intervjuer med deltagare som arbetade med webbplatser inom sju olika företag. En analys genomfördes, som tog upp företags kunskapsnivå, övergripande struktur, prioriteringar och nuvarande hinder. Det fastställdes att intervjuarna hade flera olika problemområden med avseende om konverteringsoptimering. Begränsad tid, budget, prioriteringar, kunskap, ägandeskap, strukturerat abetsflöde och tolkning av data, behandlades alla i analysen. En diskussion gjordes för att argumentera för definitionen av "största" barriären, eftersom vissa hinder var vanligare än andra men lättare att övervinna. Sammantaget kan dessa hinder alltså spåras tillbaka till hinder som prioritering, struktur och ägande. Slutsatsen var att företagen måste ha en mer strukturerad arbetsprocess inom området för konverteringsoptimering för att denna disciplin ska prioriteras som en väsentlig del av företagets marknadsföringsaktiviteter online.

This essay describes the work to document and evaluate tools for front-end development at the company B3 Consulting Group. The methods that are evaluated is AMP-stack and JAM-stack. AMP-stack uses Apache, MySQL and PHP, Wordpress is used to build with that method. JAM-stack uses JavaScript, API and Markup, for that method GatsbyJS and Contentful is used. The evaluation is done both through user tests and how the methods are percived from a developer perspective. The project also includes work with customers at the company the project is done, Wordpress is used for those web pages. / Denna rapport beskriver arbetet med att dokumentera och utvärdera verktyg för frontend-utveckling vid företaget B3 Consulting Group. Metoderna som utvärderas är AMP-stack och JAM-stack. AMP-stack bygger på Apache, MySQL och PHP, för att bygga med den metoden har Wordpress använts. JAMstack bygger på JavaScript, API samt Markup, för den metoden har GatsbyJS samt Contentful använts. Utvärdering sker både genom användartester och hur metoderna upplevs ur ett utvecklarperspektiv. I arbetet ingår även arbete med kunder till företaget projektet utförts hos, för deras webbplatser har Wordpress använts.

This study's aim is to examine the correlation between UX-design (user experience design)and brand. This happens through focusing on studying the possible importance of UX-designas a communication means of a brand. The specific case that is studied is the potentialconnection between the less optimal UX-design at the company ICA’s application websiteand how well their brand is communicated to the study’s participants. Furthermore it isexamined if and why this has an effect on previously held values associated with ICA’sbrand. To fulfill the purpose three research questions were used: does ICA’s applicationwebsite have a less optimal UX-design according to the study’s participants?, does ICAmanage to communicate their key values through the application website, and in that casehow? And lastly in light of these findings, how did the participants’ opinions about ICAchange after using the website? To find the answers we conducted interviews and user testswith seven participants. In the user test the participants were given the task to apply for a jobusing ICA’s application website. While performing the task the participants used the“thinking aloud” method in which the participants verbalize their thoughts out loud whileinteracting with the application website. The result was analyzed using Don Norman’sDesign Principles, Farham and Newbery’s framework as well as Encoding/Decoding andRepresentation theory by Stuart Hall. The conclusion suggests that the application website isless than optimal both from a user perspective and from a theoretical perspective, which doesnot seem to successfully communicate ICA’s key values. In spite of this the experience didmostly not affect the participants values associated with ICA’s brand. Through the analysispotential reasons for this outcome were discussed; such as the participants already had a suchstrong perception of the brand that one part of the company’s website couldn’t change.Furthermore, through the previous research on brand, especially on employer branding andcustomer-company relationship, the importance of studying UX-designs role incommunicating a brand was examined briefly.

The researcher’s intent in this study was to understand users’ performance, specifically in terms of time, error and workload, in different display conditions while manipulating a space-time cube visualization. A convergent mixed-method design was applied to allow the researcher to better understand the research problems. In the study, time, error and perceived workload were investigated to test performance to detect if a display condition had a positive or negative influence on users’ abilities to perform a task. The qualitative data explored the differences in users’ experiences with the HoloLens and desktop<br>

In this paper we describe UX and design thinking as a method for library development, and we describe the library as a democratic arena and its democratic mission. These ideas and methods are becoming more of common use among libraries. Since public libraries have a democratic mission we find it relevant to examine what view is presented within these new methods of libraries, users and democracy. Design thinking and UX have developed within the private sector, and since libraries in Sweden are financed by the public sector conflicts may arise between the two. The purpose of this paper is to perform an ideology analysis of the document Design thinking for libraries – Toolkit (the Swedish version). This with the purpose to shed light on these aspects, and to find out how they relate to Paulo Freire’s and Henry Giroux’s theories of critical pedagogy and radical democracy with the concepts empowerment and marginalisation. From the analysis, an ideological view emerges that promotes neoliberal values, instead of a more radical democratic view that we would expect to find since the Toolkit is created as a method for library development. Users appear as providers of information, which is then used as a design-tool for this development. Compared to Freire and Giroux, this is not equal to empowerment since focus is not on strengthening users. In addition to this, we have found that problems are not allowed to exist in the Toolkit since they are invariably supposed to be seen as opportunities instead, which gives the impression that marginalisation is a person’s own fault. Furthermore, the Toolkit emphasises the librarian instead of the user, and also requires that the practitioner is open minded, positive and trusts the process. In other words, there is not much room for reflection or critical thinking, either among staff or users, hence, democracy is not promoted.

This study uses the mindset of Bryan Eisenbergs four behavior types (Competitive, Spontaneous, Humanistic, and Methodical), to in- crease the conversion rate and the user experience while shopping online. Traditional retailers, i.e physical stores, are not a priority anymore and a challenge for an e-commerce site is to maintain a relationship to the customer online. The mindset of the four be- havior types is aimed to be used to target the universe of buyers. This mindset and theory will be applied to a CRO-design process, where the focus is to increase the conversion rate optimization of a website. An extensive literature study, an analysis phase, user tests and a questionnaire were used to decide whether this concept is worth using as a part of the process or not. The results indicate that the concept of the four behavior types can be used to target the audience. The thesis states that the concept could be used as a general foundation to further develop this mindset.

IT-branschen är en bransch på stark frammarsch och digitaliseringen skapar ett ändrat kundbeteende, vilket påverkar företagens verksamhet och IT-investeringar kan bli nödvändiga. Av många IT-projekt som startas är det få som uppfattas som lyckade. Föreliggande studie har fokuserat på den initiala beställningsprocessen - vilka problem och svårigheter som uppstår under beställningsprocessen samt vilken typ av interaktiv lösning som ska utvecklas och hur denna ska utformas för att vara ett hjälpmedel vid beställning av IT-projekt. De främsta problemen i beställningsprocessen kan delas in i sex huvudkategorier; förarbete, funktioner, mål, kommunikation, engagemang och upplägg. Ett av de största problemen är att kunderna inte är vana att arbeta agilt. För att minimera problem i beställningsfasen är det viktigt att fokusera på kommunikation, begriplighet och tydlighet. Med hjälp av dessa ledord skapas en interaktiv PDF som är möjlig att integrera i befintliga system och på ett enkelt sätt kan skickas till kunderna i två omgångar. För att beställningsverktyget ska fungera måste fokus vara att användaren ska förstå helheten, att verktyget är enkelt att använda samt att det inte tar för mycket tid i anspråk. Används beställningsverktyget uppfattas leverantören som en professionell aktör som är tydlig och vågar ställa krav på motparten, vilket upplevs som positivt.En studie om hur ett interaktivt verktyg kan underlätta beställningsprocessen vid beställning av ett agilt it-projekt / The IT industry is an industry of strong advance and the digitization creates a changed customer behavior, which affects the companies' business, and IT investments can become necessary. Many of the IT projects that are started, few are perceived as successful. The present study has focused on the initial ordering process - what problems and difficulties arise during the ordering process and what type of interactive solution is to be developed and how this should be designed to be an aid when ordering IT projects. The main problems in the ordering process can be divided into six main categories; preparatory work, functions, goals, communication, commitment and structure. One of the biggest problems is that customers are not used to working agile. In order to minimize problems in the ordering phase, it is important to focus on communication, comprehensibility and clarity. With the help of these keywords, an interactive PDF is created which is possible to integrate into existing systems and can be sent to customers in two simple steps. In order for the tool to work, the focus must be that the user should understand the whole, that the tool is easy to use and that it does not take too much time. If the tool is used, the customers perceive the supplier as a professional player who is clear and dares to make demands on the counterparty, which is perceived as positive.

The purpose of this essay is to explore the importance of library design to students, whether the interior design of a library has any effect on their experience when using its services, and what the students themselves believe is most important for the library to do to stay afloat in a society that is constantly evolving and becoming more digital. The study will also bring up UX (User Experience) as a method for library design. The theories used in this study are the third place theory, as well as a comparison to the ideals of the Learning Commons model. In order to find out how the students view the library and the impact of its design, five interviews with five different students at Linneaus University in Växjö were conducted. The results show that the library generally inspires the students to feel motivated and at ease in a place that is comfortable and safe. It also shows that the design and the general atmosphere of the library does play a specific role in the students’ overall experience of the library as it impacts many of the choices they make while they’re there, such as where to sit or which places to avoid. The majority of the students are mostly happy with the library as it is except for minor inconveniences, and merely wishes for the library to continue in the same way in the future while adapting to any new changes that may come in its way.

<p>Studiens syfte var att undersöka möjligheterna att använda intervjutekniken Repertory Grid Technique (RGT) som utvärderingsteknik för att utvärdera User Experience (UX) på distans. Detta gjordes genom att de föreställningar som en handledarstödd utvärdering resulterade i jämfördes med det resultat som uppnåddes genom en webbaserad variant av samma utvärdering. Studiens resultat visade på en svårighet för respondenterna i den webbaserade utvärderingen att formulera föreställningar som går att använda för analys av en produkts UX. Diskussionen pekar på en tänkbar lösning i form av förstudier som utförs med en mindre grupp av respondenter för att på detta sätt hjälpa utvärderarna att skapa sig en referensram att använda vid tolkningen av de föreställningar som sedan kan samlas in under en webbaserad utvärdering. Studien syftade även till att jämföra vilka aspekter kopplade till UX som utvärderingarna genererade, samtliga av dessa kopplades till subjektiva eller produktrelaterade aspekter.</p>

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